The New Ad Media Reality: Electronic Over Print / Edition 1

by Barton C. White

Overview

Micromanaging the advertising budget for the least amount of total waste will be mandatory in the overly competitive environment of the 1990s. Such an approach can only be successful if the advertiser turbans to the electronic media as the major source for advertising and promotion. Here, White examines the historical factors leading to print (newspaper) dominance in our advertising-oriented culture and explains why these assumptions are no longer valid in the electronic media world of the 1990s. Using behavioral psychology as it applies to learning and consumer behavior, White shows how radio and television are able to franchise the minds of potential consumers.

White helps advertising managers and businesspeople come to grips with the paradigm shift in thinking from print to electronic media advertising. This book will help all businesspeople and advertising managers understand why the electronic media must be the major player in all business advertising in order to maximize returban on advertising investment and why the newspaper must be deemphasized in the complex matrix of the media mix. Readers will come to understand how all advertising works, how small the number of potential consumers for any product or service actually is, and how these factors impact on media decisions. All advertising is not equal and understanding the differences may mean either success or failure in the competitive retail environment of the 1990s.

Product Details

ISBN-13:	9780899307954
Publisher:	Bloomsbury Academic
Publication date:	07/30/1993
Pages:	264
Product dimensions:	6.14(w) x 9.21(h) x 0.62(d)
Lexile:	1460L (what's this?)

About the Author

BARTON C. WHITE is Professor of Communication and Broadcasting at Western Kentucky University and a national speaker/trainer in the areas of advertising and marketing./e He has co-authored a book on broadcast selling and is a former radio station manager, salesman and announcer. He addresses hundreds of media salespeople and retail business owners and managers each year on the topic of effective retail advertising.

Table of Contents

Advertising and Information: Advertising is not Created Equal
Historical Perspective: The Growth of Radio to the Growth of Television and Cable
Our Changing Lifestyles
Consumer Behavior Through the Decades
Familiarity and Credibility
How Advertising Influences Consumer Behavior
Telling It Like It Is . . . The Expectations and Limits of Advertising
The Print Media—What Newspaper Can and Cannot Do
What Other Print Media Can and Cannot Do
The Electronic Media—What Retailers Can Expect
The Psychology of Learning
Early Childhood Education
Dagmar
Target Marketing
What's Wrong with Today's Marketing
Market Segmentation
How to Effectively Target Market
The Surgical Strike: How To Target with Creative Copy
Marketing and Advertising as Risk Taking
Guldelines for Creative Copy
The Advertising Manager Speaks
The Need for Business Input
Conclusions
The Role of Businessperson
What Effective Advertising Must Do
Top 25 Mega-Brands by 1991 Ad Spending
The Landscape of the Future…Toward New and Emerging Technologies
The Future Landscape
Summary